Solo Promo MESSAGE IN A BOTTLE, 5 by Try/Apt Oslo

Advertiser: SOLO AS
Agency: TRY/APT ADVERTISING AGENCY
Category: Best Integrated Campaign Led by Promotion and Activation
Advertising campaign: MESSAGE IN A BOTTLE
Director/Producer: Antimedia (Antimedia)
Industrial Designer: Bård Eker (Eker Design/Hydrolift)
Copywriter: Bjørnar Buxrud (Try/Apt)
Art Director: Dennis Tönnkvist (Try/Apt)
Account Supervisor: Eivind Moe (Try/Apt)
Account Manager: Cecilie Thue (Try/Apt)
Copywriter: Øystein Halvorsen (Try/Apt)
Flash Developer: Øyvind Nordhagen (Try/Apt)
Art Director: Martin R. Thorsen (Try/Apt)
Account Manager: Monica Rosengren (Try/Apt)
Web/Technology Developers: Pål Smitt-Amundsen (Try/Apt)
Designer: Rickard Roslund (Try/Apt)
Flash Developer: Thomas Lein (Try/Apt)
Web/Technology Developers: Thomas Sømoen (Try/Apt)
Account Supervisor: Linda Kling (Try/Apt)
3d Artist: Christian Lundvall (Try/Apt)
Art Director: Karin Lund (Try/Apt)
Web/Technology Developers: Knut Skåla (Try/Apt)
Account Manager: Magnus Rønningen (Niche AS)
Designer: Thomas Bråten (Try/Apt)

Implementation
We built an 8 meter long Solo message in a bottle, filled it with a letter and a case of Solo, dropped it into the ocean so the currents can decide who gets to taste. The bottle creates unique web content. It is equipped with GPS for tracking and weather data, a custom made 360 degrees camera and hardware/ software so people can and follow the journey, see the photos and guess where in the world it will end up, possibly winning a lifetime supply of Solo. Facebook is the projects HQ, while Twitter is more of a captains’ log.

Relevancy
One rarely gets the opportunity to let the product be the hero as in this case. Like many in its young target group, Solo also dreams of fortune and fame. In this case Solo has reproduced itself as a well known phenomena on a large scale, in size and distance as well as ambition. By making a bold statement about its great taste on a global arena, Solo got young Norwegians engaged in the project by proving that coming from a small country doesn't not prevent you from thinking big.

Client Brief Or Objective
Solo is a small local soda in a big global market. It is been around since the 30’s and is considered something of a national soda. Solo was perceived as great tasting, but hopelessly outdated by young people. In a small country, global recognition is the ultimate acknowledgement. Having that in mind, the objective was to reinforce Solo's legacy as THE Norwegian soda, but in a brave and contemporary way. In the past, Norwegians explored poles and crossed vast oceans. Leaning on this adventurous past, we decided to send Solo on an international expedition the target group could engage in.

Outcome
So far, Facebook fans are up 367%, Twitter 2286% and 150.000 people have visited solo.no, with 718.832 page views. There have been visits from more than 148 countries and over 2.000 cities around the world.Solo has increased sales since launching Soon to be world famous and is now the market leader in category Orange soft drink ahead of Fanta. Share of marked is up 1,1% of of the soft drink marked since the launch of the campaign. Target group ( 15-19) preference is now 63% - up from 59%. (TNS Gallup)